Promotional Strategy (MKT 313) Fall 2014


Meeting: Mondays, Wednesdays, and Fridays, 11:00-11:50 AM

Room: K-127

3 cr.



Drew Martin, Ph.D.

Office Hours:

Mondays, Tuesdays, and Thursdays 9:30 to 11:00 AM; or by appointment





Required Text: Promo2, by O’Guinn, Allen, and Semenik. South-Western Publishing, 2013. (Electronic version)


Course Description:

The role of promotion in an organization's communication processes from a theoretical and managerial perspective. Advertising, personal selling, and sales promotion are analyzed from the view of both the organization and its consumer groups. Prerequisites: MKT 310 and junior standing.

Course Objectives:

The purpose of this course is to help the participants develop a general understanding of how goods, services, ideas, people, and organizations can be promoted. Upon successful completion of this class, course participants will have a working knowledge of the following.


To learn basic principles of communication theory;


To understand the unique capabilities of the primary components of the promotion mix - advertising, personal selling, sales promotion, and publicity;


To demonstrate the ability to apply marketing theory to actual situations;


To study the target market before making marketing-related decisions;


To be sensitive about the legal and ethical forces that affect promotion activities; and


To developed and organize information that could be used to develop a promotional strategy.

Measurements of Success:


Tests - 30%

Two equally weighted tests will be written for this course. Questions cover both assigned reading and lectures. Although the tests are not cumulative, the main themes reoccur.  Tests tentatively are scheduled during class on October 15 and December 5.


Final Project -30%

During the second week of the term, you will be asked to form teams consisting of two or three class members. Each "infusion team" will develop a viral marketing campaign to promote a local client organization. Group members will work together to write a 10- to 15-page promotional plan (15%) and to develop and to present a short video advertisement (15%) posted on YouTube. The final project is due before 2:00 PM on December 19.


Participation/Preparation - 10%

Course participants need to be prepared to discuss the assigned materials. If class attendance wanes or the instructor feels most students are not adequately prepared, unannounced quizzes will be given. Students uncomfortable speaking during class can earn participation credit by sending comments or questions to the instructor prior to the day that the assigned topic is discussed in class.


Group Homework - 15%

During the course, two group homework projects will be assigned (equally weighted).  These assignments assist with developing your final projects.  These assignments will be shared with the client organizations, so professional quality work is expected (see Schedule).


Individual Homework - 15%



During the course, two individual homework projects will be assigned (equally weighted).  These assignments assist with developing your final projects.  These assignments will be shared with the client organizations, so professional quality work is expected (see Schedule).


Grading Scale:

Based on the total number of points for the class, grades will be assigned on the following scale.




















Below 60%


Class Policies:


The instructor reserves the right to modify any of the material in the Syllabus and Class Schedule with sufficient notice given to course participants.


Each student is responsible for obtaining all handouts, announcements, and schedule changes. Important class announcements may be communicated by e-mail. Check your UHH e-mail account frequently for updates.


This course offers no provisions for make-up examinations or extra credit.  Arrangements to take examinations outside the scheduled class time need to be made prior to the test.


Class starts on time—please be punctual.


Please turn off your cellular telephones and do not use them during class. Bring a pencil/pen and paper to take notes because computer usage is not permitted.

IMPORTANT REMINDER: Students are responsible for submitting their own work. Students who cooperate on oral or written examinations or work without authorization share the responsibility for violation of academic principles and the students are subject to disciplinary action even when one of the students is not enrolled in the course where the violation occurred.

Note. Any student with a documented disability who would like to request for accommodations should contact the University Disability Services Office (933-0816 (Voice), or 933-3334 (TTY), uds@hawaii.edu, Hale Kauanoe A Wing Lounge), as early in the semester as possible.

Kilohana, the Academic Success Center, provides academic support opportunities for all UH Hilo students to foster their development into independent, self-motivated learners.  Students visiting Kilohana have access to subject-specific and academic skills tutoring from UHH students selected for their academic achievement and dedication to helping others succeed.  Kilohana is located on the lower level of the Mookini Library and on the web at http://hilo.hawaii.edu/kilohana/.

Advising is a very important resource designed to help students complete the requirements of the University and their individual majors.  Students should consult with their advisor at least once a semester to decide on courses, check progress towards graduation, and discuss career options and other educational opportunities provided by UH Hilo.  Advising is a shared responsibility, but students have final responsibility for meeting degree requirements.  Please feel free to contact the Advising Center at ext. 7776 if you have any questions or concerns.


UH Hilo Sexual Assault Policy:  UH Hilo provides confidential assistance for victims of sexual assault. Counseling Services on--campus and the YWCA Sexual Support Services off-- campus offer guidance regarding medical assistance and emotional help and can discuss options for reporting sexual assaults to law enforcement.  All conversations are private and confidential.  The UH Hilo Sexual Assault Policy can be found at: http://hilo.hawaii.edu/uhh/vcsa/documents/UHHSexualAssaultPolicy.pdf


For assistance during the day, contact UH Hilo Counseling Services at (808) 932-7465; or, after hours and on weekends, contact the YWCA Sexual Assault Support Services at (808) 9350677.


Copyright © 2011-14 Drew Martin

Questions and Comments to: drmartin@hawaii.edu

This document was last modified August 22, 2014